(CNN) — When it comes to video game players, it’s not just about the guys anymore.

A new report suggests adult women make up nearly half of all gamers.

The study by the Entertainment Software Association found women are 45 percent of players and 46 percent of the most-frequent game buyers. That’s sharply contrasted by the fact that most games are marketed toward teenage boys and young men.

Industry experts consulted for this story say factors getting more women to play include greater diversity in games, more female characters and greater customization.